If it's true what experts say, that it takes an average individual three times exposure to a company to notice them and another seven times to buy, then it would appear that exposure is one of the most important elements to the success of a company. What better way to gain mass exposure than by setting up "shop" at trade shows where, in some areas as many as 60,000 buyers will view your company first-hand. True, trade shows and exhibitions require a considerable amount of preparation. In fact, preparation can take anywhere from several weeks to six months or more. But the reward your company will reap will be worth it.